Case Study

Drawbridge

Aligning Messaging and Empowering Growth in Cybersecurity for Alternative Investment Management

"Brian's ability to navigate our complex stakeholder landscape and achieve consensus on our messaging framework was invaluable. This alignment has been instrumental in driving consistent communication across our organization."

Nick Pastoressa

Chief Product & Technology Officer

Description

Founded: 2018

Industry: Cybersecurity

Website

https://drawbridgeco.com/

Drawbridge is a premier provider of cybersecurity software and solutions to the alternative investment industry. Its proprietary platform helps firms manage their governance, risk and compliance requirements while combatting sophisticated cyber threats and third-party risks.

Challenge

Drawbridge faced challenges in effectively communicating its value proposition and reaching its target audience. Despite offering a comprehensive cyber program management technology platform with benefits such as cyber risk assessments, peer benchmarking and professional services, Drawbridge struggled with a disconnect between its company value, products and market perception. This disconnect, coupled with an internal lack of clarity on company messaging, hindered their growth trajectory. Drawbridge recognized the need for a cohesive narrative and a strategic marketing approach to solidify its position as the central cyber management platform for the AIM industry.

Solution

To address these challenges, a multi-pronged approach was implemented:

Holistic Marketing Review & Strategy Development: A comprehensive review of Drawbridge's internal and external marketing efforts was conducted to identify discrepancies and areas for improvement.
Strategic Messaging Framework: A comprehensive messaging map was developed to achieve consensus and alignment on company positioning, target customer profiles, and value statements.
Buyer Persona Refinement and Segmentation Strategy: Research-based development of Ideal Customer Profiles (ICPs) and buyer personas (CFO, VP of Finance, etc.) was conducted.
Sales Collateral and Website Enhancement: Persona-focused sales collateral, including one-pagers and champion decks, were developed based on the refined ICPs and personas.

"Working with Brian to align our messaging and marketing strategy was essential for Drawbridge's growth. Brian’s expertise in positioning and understanding of the alternative investment ecosystem combined with his collaborative approach helped us bridge the gap between our internal assumptions and actual market perception." - Nick Pastoressa (CPTO)

Results

Consistent Company Messaging: Drawbridge was equipped with a completely revised set of company positioning and messaging, ensuring consistent communication across all departments and materials.
Enhanced Sales Enablement: The sales and customer success teams were empowered with clear and consistent messaging, enabling them to have more effective conversations with prospects and clients.
Improved Market Perception: By aligning internal and external messaging, Drawbridge was able to better communicate its value proposition and enhance its market perception.
Foundation for Scalable Growth: The implemented strategies provided Drawbridge with a solid foundation for building future sales and marketing efforts and achieving scalable growth.

"The sales enablement tools developed by Brian, including the sales scripts, have significantly empowered our sales team. They now have the resources and messaging clarity to effectively communicate Drawbridge's value proposition to prospects." - George Donovan (CRO)

Conclusion

Drawbridge's transformation highlights the importance of strategic positioning, messaging, and sales enablement in achieving success in the competitive cybersecurity market. By aligning internal and external communications and focusing on customer-centric messaging, Drawbridge was able to strengthen its market position and establish a framework for continued growth and success.